New Qantas ad? Does anyone like it?

[ferdeline]

I do not like the ad, either. I wish Qantas would emulate some of the Air France ads - hell, copy them verbatim - as they make traveling seem so glamorous.

 

[Timba-Jet]

I didn't mind the add on initially. Now that I've seen it many many times, I'm a fan. Mostly it's the Daniel John's song that has me hooked. It's a slow grower not an immediate bang boom effect.

Not in marketing but work with them, it's amazing how images of smiling people can have an affect on the viewer.

 

[RWJ777]

I do not like the ad, either. I wish Qantas would emulate some of the Air France ads - hell, copy them verbatim - as they make traveling seem so glamorous.

Except until you get into a Y class Air France cabin. Yikes!

 

[drewbles]

Oh dear, as an admirer of the ad, seems like I am in the distinct minority here!

Have you flown QF and seen the 'making' of the Ad? It make me dislike it even more!

IMHO, the 'glamour' and 'patriotic' stance of flying are long dead. People in Economy don't choose an airline based on meals and IFE or being 'Australian' they base it on price.

People who travel F or J will always do so. They are the ones who would be more loyal than the general public (excluding businesses etc who may already have deals with QF for preferred travel).

 

[mannej]

I do not like the ad, either. I wish Qantas would emulate some of the Air France ads - hell, copy them verbatim - as they make traveling seem so glamorous.

Would that not be false advertising?

 

[TheInsider]

Next part of the advertising campaign is due to be released soon.

Our people have worked together to ensure we have the best
Domestic on-time performance of any major airline.

Our customers fly Qantas for many different reasons, our people are
one of them. The next phase of our advertising campaign will tell the story of
all of the changes we’ve made, to ensure our customers fly Qantas.


Next week, you’ll see all 91 reasons (to
celebrate our 91 years) in print advertising, outdoor advertising and on
qantas.com.

 

[Supersonic Swinger]

Is it just my computer, but the Qantas website front page says "Spirit of Australia" again

Now, THIS is a great airline commercial - 1989 British Airways Commercial - YouTube

 

[casanovawa]

Hmmm, nope sorry doesn't do anything for me..

For a start everytime it comes on i think its an ad for something else till i see them all on their surf boards and think "oh yes, Qantas"... Have seen it quite a few times and nothing sticks in my memory after the surf boards and maybe a few shots from overhead of people (didn't even remember the accident or the girl in the swimsuit)... If the music does get any grander than the meandering start i am obviously not sticking around to hear it or registering as it always seems some lilting bit of music going nowhere?!?! Which might suit some people, some people love the Blues etc, i am a person who usually likes much more peaks and troughs in my music and rising to crescendos etc like its going somewhere...

Not sure if the BA ad mentioned in Supersonic Swinger's post above is the one with the different parts of the face coming together, but that BA ad with i think a score by Yanni is my favourite airline ad and I can remember it and the images of people's faces in it like 15-20 years later and I can't remember half the Qantas even though i probably saw it last night... That sounds like a fail to me and people like me although i guess it works with some test audiences... Would that old BA ad work these days, has the world changed so much?? Dunno, but don't like antiseptic ads where you can't get what they are about until some time in...

I think the current Jetstar ad, for what its meant to represent works, happy staff, excited staff, pacey music etc... Its another airline ad i remember... Not too many else come to mind, maybe the Singapore girl theme from SIA that has acted as a point of differentiation all these years... I haven't seen the AA ad, but i saw their inflight safety message quite a few times recently where they had many different staff from baggage handlers to mechanics to pilots ot FAs saying what to do in case of an emergency etc, they all seem interested in their jobs and the passenger and thought it worked quite well...

Finally i think the previous Qantas choir kids on the rock ads worked quite well but have also really liked the ads with Peter Allen's "I still call Australia Home" song, that is a great bit of music as is the Seeker's "We Are Australian" piece... Greatmusic definitely gives you an emotional attachment and try and get a catchy bit of music or tune out of your head once you have it in there... I couldn't tell you a 13 number of any company apart from Pizza Hut because of their ditty on their ad of maybe 10 years ago about 1-3 double one double six, repeated a few times...

I guess if Qantas was in trouble because of a lack of marketing a great ad might help, but lets face it, its lot of other reasons about the hard and soft product, routes etc and this add doesn't solve any of them... Maybe we needed to hear something inspiring from AJ in it... Then again maybe not...

Edit: Ok watched the BA ad above and it was the one i remembered and i think its coughs all over the current ad, it would still have me feeling a lot better about choosing that airline than the current QF thing (which i hope they ditch ASAP) if of course the airline lived half way up to the message in the ad...

Edit Edit: On watching it a few times i also realised there isn't a picture of a plane or an airport in it either and yet it doesn't detract... It contains images of overseas places, movement, people from different cultural backgrounds, helpful/interested staff and the joy of reunions and experiencing different people with interesting visuals and a very catchy bit of music overlay... And for me works really well...

 

[Awesom Andy]

That BA ad, when I saw it all those years ago, I was barely speaking, but I still remember it. I've also been somewhat brainwashed from the old Qantas ads that, when I fly home, I only want to be on QF. So now I guess these ads would have to be somehow replayed, or SQ might start getting my money.

 

[RWJ777]

Is it just my computer, but the Qantas website front page says "Spirit of Australia" again

Now, THIS is a great airline commercial - 1989 British Airways Commercial - YouTube

Terrific stuff isn't it. Good conne tion with the product too -- the absence of which has been criticism - perhaps unfair - with the QF product.